When a consumer or a potential consumer sees your branding, you will know that you have delivered the best possible branding package when the purchaser immediately understands all that your business is about; what products or services you sell and personal information about how your people are perceived among the general public.
When you see the Virgin brand mentioned in the public domain, unless you are one of the rare people that has suffered a bad experience with them, you will immediately think of Richard Branson and the good quality ethics and morals that have become the devoted by-line of the company.
First; understanding or branding is
Branding is essentially an image and a word or a collection of words that immediately identifies everything about your company to a potential consumer. It sets one company apart from all of the others. Linking the company with your products is the relationship that you build with your consumers, over time.
The purpose of putting forward great branding is to ensure that you increase sales by making your product or service desired by more people than your competitor’s products. Branding is more than just a logo; it’s about the promises you make and the reputation you stake in the marketplace. Unfortunately, where your company is promoted in a poor light in the open market; that may become your branding as far as the public is concerned.
Branding is important because it is an instant recognition of a company and its products. Moving along the shelves in a giant superstore, you will see a number of brands that are easily recognisable to you and also a high number of products where you don’t recognise the company name or packaging. Where prices are similar, people tend to choose the branded product.
Gaining repeat business
Whether you are selling a vehicle or a pack of flour you are hoping that your purchaser will return to you time after time. When people move to another town, city, or another country, they will seek out the brands that they recognise to make a purchase.
For any company to be successful with their branding, whether they intend to operate in the local village or across the world, the branding has to be clearly identifiable and will benefit by including a logo that is easily recognisable and a slogan that consumers are prepared to share with their friends.
The branding strategy will stretch from your company letterhead to pop-up stands, from Facebook and Twitter to all of your marketing and advertising. Many companies believe that stretching their branding to promotional items helps put their name and logo front of more people which will provide them with more opportunities to buy and sell over the longer term.
Whether you operate doctor’s offices or a college in your town, people who consistently see and understand your branding will be pleased to do business with you if they trust you and accept your branding messages.
Branding works in different ways for diverse companies. On some occasions a company will brand an individual product, while others will brand family groups together. Even where companies are trying to promote a series of products that appear to be without a brand, they will be using a collective brand which might be a smaller brand within a larger brand, such as those used for a superstore’s low cost range of food.
Branding for any business is vitally important to encourage your consumers to begin a loyalty with your company that may last for decades.
Marketing consultant Chris Jenkinson knows the importance of good branding. He writes for Popup Stands UK.
Image: London College of Fashion short courses
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